Prompted a landmark civil settlement for factory-farmed egg-laying hens. Stemming from our 2009 Maine investigation, the owner of Quality Egg of New England, one of the largest egg producers in the nation, pleaded guilty to 10 civil counts of cruelty to animals. The factory farm also agreed to pay over $130,000 in fines and restitution, as well as hand over authority to the state of Maine to conduct unannounced inspections of the factory farm for the next five years. The settlement marked perhaps the largest fine ever levied against a factory farm on grounds of cruelty to animals.

Advertisement Campaigns

Launched pro-vegetarian billboards in Las Vegas, Minneapolis, Toledo, Boston, Michigan and New Jersey. Some featured a loveable piglet and puppy side-by-side asking, "Why Love One but Eat the Other?" and others depicted animals imprisoned on factory farms and asked, "How Much Cruelty Can You Swallow?" Our powerful ads spoke up for farmed animals and urged Americans to "Choose Compassion, Choose Vegetarian." Overall, these six campaigns drove the message home, with a combined viewership of over 70 million.

Urged consumers to pardon turkeys on Thanksgiving. Just in time for Thanksgiving, we rolled out a provocative new ad campaign in Chicago and Detroit. Featuring an emboldened turkey declaring, "I Beg Your Pardon - Spare a Turkey," the campaign encouraged travelers to forgo the traditional turkey dinner and replace it with tasty meatless fare. In all, the campaign reached over 3 million viewers.

Attracted nearly 1 million visitors to ChooseVeg.com through online advertising. MFA's online ad campaigns - featured on Google, Facebook, and other popular sites and blogs - brought millions of web surfers to MFA's pro-vegetarian campaign website, where they could watch undercover factory farm videos, search vegan recipes, and more.

Veganized restaurants for World Go Vegan Week. We worked with over a dozen popular, mainstream restaurants around the country to offer delicious new vegan options during the weeklong celebration, which garnered national and local press coverage and introduced tasty vegan food to countless people.